Catching the competition

Babelgum is a privately owned company launching a global TV service delivered via 'peer to peer' streaming technology across the Internet. Although the technology had been under development for two years Babelgum was beaten to the market by Joost, an extremely well resourced company launched by Niklas Zennstrøm and Janus Friis, the people behind Skype.

At this stage of development, content was key for both companies and in order for Babelgum to be taken seriously by potential content partners, it needed to be seen as a 'player' in a market already populated by a wide variety of companies. Babel PR designed a high profile launch event for technology, media, national and international journalists which was followed by private presentations to the key content community. This was followed up with one to one briefings with influential media and a proactive campaign aimed at ensuring that any journalist covering Joost was also aware of Babelgum.

In little more than three months, Babelgum was positioned side by side with Joost as one of the two primary players in the market and began actively signing deals with both niche and mainstream content owners.